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AdWords Optimization Specialist Recommendations & new build out

Freeland Chevrolet

03 February, 2015

Note: These Recommendations and New AdWords build out were built directly by Google.com . Got Results Marketing has a dedicated on-going Google rep that they do all their initial build outs with and keep up to date on all of the latest changes. Got Results Marketing performs all of the ongoing

optimization techniques.

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Structure & Organization

Step 1: Lack of Organization has revealed to us a lack of strategy, and lack of goals identified.

a) What Areas does the client want to concentrate on?

b) What Specific measurable goal does the client want to achieve per profit center/Product or service area? Ie: Do you want to sell 5 Camaro’s per week etc?

Correct Strategy: Organize the Adwords Strategy by aligning it with the website’s strategy, emphasis, profit centers, and most importantly, Goals etc. Question: What are your specific goals to achieve? (try to include a %,$, or a quantity #, if possible)

a) For example, the existing acct has Superfluous adgroups (ie Murfreesboro & Nashville), Keywords are confusing Google algorithm, looks like a PLA account in its structure.

b) Ad Groups & Text Ads are way too general and they do NOT match the keywords bidded on. They are too ‘Loose’ and will not deliver the best ROI.

c) Or….do you want to promote the dealership and not just every single car….for example: Text ads that have language like “Huge Inventory” or “Camaro 2014 Clearance” or “Big Savings on Silverado” or “The All-New Camaro”, or “Sidewalk Sale”

Google Adwords Organizational Structure- Best Practiceshttps://support.google.com/adwords/answer/2375470?hl=en

CONS

Answer

these 1st

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30,000 Ft view of Existing Adwords Campaign

Keyword Findings- existing campaign

Too many keywords (1000s of keywords) for Budget Amount ($311/day)

a) This budget will not allow the bidding on every single car or truck with every single variation of the car or truck (which it has now). They’re just diluting the budget, need to put some intelligent thought into what were trying to accomplish. Fyi. if you are trying to sell specific cars attached in your inventory, you need a PLA Campaign (Product Listing Ad) in Google Merchant Center

b) Way too specific on every car keyword. The existing adwords account has every car and variation under the sun.

c) Need to use (all) 4 types of keywords: Broad, Negative, Exact match, Phrase match.

d) Has the feeling of keyword stuffing with no real identified organization or strategy.

e) Has the feeling of loss of purpose, for example are we branding the dealership? Are we strictly trying to sell product only (ie: cars) that are tied to inventory?

CONS

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Continued:30,000 ft view of Existing Adwords Campaign

CorrectGoogle Best Practices:

1)Keyword Recommendations: First, Look at the website and extract keywords:

a) Start with keywords that offer the biggest ‘bang for the buck’

b) Use Broad Match Keywords & Negative Keywords (see slide 6) to start, then Optimize into Exact Match & Phrase Match on an ongoing basis.

c) Don’t bid on keywords that aren’t even on the website. Don’t keyword stuff out of fear (or ignorance).

d) Don’t dilute the keywords with 1000s of keywords with every single variation. (Ongoing Keyword strategy is later and is in conjunction with Website’s landing page, Ad Text(s), Ad Dimensions. We need to constantly see how it performs with trial and error to optimize the keywords, ad text’s land page changes etc.)

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Keyword Recommendations

Keyword Recommendations- continued

1. Add synonyms of existing high quality keywords

2. Add missing plurals and singulars of existing high quality keywords

3. Remove duplicate keywords that are competing

4. Add negative keywords to filter our irrelevant traffic

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Keyword Recommendations

Negative Keyword Recommendations

-article

-association

-shows

-blog

-books

-school

-magazine

-software

-employment

-forum

-insurance

Used Car

Car for Sale

New cars

Chevrolet

Chevy Nashville

Used Cars Tn

Car Sale

2015 new cars

Buy car no credit

Existing Keyword (Sample Only) Negative Keywords - Sample

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Optimization/Structure Recommendations

Campaign & Ad Group Structure Recommendations

• Build out a campaign for every website category AND vehicle brand, use website for basis.

• Have one Ad Group per Vehicle

• Base account structure on website structure

• Keep tightly themed Ad Groups to maximize ad text and landing page relevance, while increasing Quality Score.

• We’ve selected 3 Ads per Ad Group to start.

Freeland Chevrolet

New Cars

Pre Owned Cars

Financing

Specials

Etc…

Sample: Login to New Adwords

Acct for detail

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Ad Text Recommendations

• Ad Text’s are organized around tightly themed ad groups and revolve around specific keywords in those ad groups and written with user intent on a per Vehicle basis.

• Use keywords in the headline to promote relevance

• Use multiple variations (3 initially) of ad text(s) to see what works best

• Use ‘Calls to Action’ to promote desired behavior

• Use price points, promotions, and anything else that differentiates your business and focuses on ROI

Sample Ad Group: 2014 impala Sample Ad(s) we wrote:

New 2014 Chevrolet ImpalaSave Big On Our 2014 Impala Models Come Visit Us And Test Drive Yours!FreelandChevy.com/2014_Impala

{KeyWord:2014 Chevrolet Impala}Blow out Sale of 2014 Chevy Impala.Come In & Ask About Special Prices!FreelandChevy.com/2014_Impala

2014 impala

2014 chev impala

New impala 2014

2014 chevy impala cost

Price 2014 impala

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Google Remarketing https://support.google.com/adwords/answer/2453998?hl=en

https://adwords-displayads.googleusercontent.com/da/b/dabAdPreview?templateId=456&outputFormat=HTML5&width=300&height=250&visibleUrl=www.freelandchevy.com&destinationUrl=http://www.freelandchevy.com&isExpandable=false&irsKey=3071449715468926976&hl=en_US&ad=76128469408&adGroup=23141327968&ocid=4634586072&s=88&showMulPreview=true&deviceType=0&isInApp=false&sig=ACiVB_yi2PeD-4JJO0mobxG7FqXg9c0yHg

We built these ‘editable’ Google Remarketing Ads specifically for Freeland Chevrolet(cut & paste this into browser), these will be customized on a per vehicle basis

Our Goal here is to show ads to people who have visited your website. When people leave your website without buying anything, remarketing helps you reconnect with Auto-intenders by showing relevant vehicle ads as they browse the web or search on Google or use mobile apps.

Dynamic remarketing takes this to the next level by including the vehicles that people viewed on your website within the ads.Adding custom parameters to your websites’s tag and creating a feed, can deliver customized, higher performance ads resulting in more vehicle sale opportunities

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Google Adwords Youtube Marketing Program https://support.google.com/youtube/answer/2454017?hl=en

Here is a competitor in the market doing this:https://www.youtube.com/user/MYFORDOFMURFREESBORO

The Goal here is to highlight Vehicles and sell your existing inventory via Google adwords Youtube marketing inside of Google Adwords.

Side benefit(s) include:•Enhances Dealer Image, Credibility, Buying Experience etc.•Widens out the Sales Territory (for example: this ford dealership says at the end that they provide free airport pick-up, Delivery to any state & instructions on what airport to fly in to (ie: Nashville BNC)•Provides the prospect a more emotional buying response, with them able to “feel, taste, touch, hear” the “sexiness” of the product etc. Engages them emotionally.•Strategy to get rid of existing inventory that’s sitting too long•Strategy to sell higher margin, higher ticket items, by enhancing ‘One-of-a-kind’ vehicle features and/or after market add-ons that can only be purchased at that specific dealership.•Able to focus on value and features, not just price. For example: Sound System, Leather, Wheels, Engine Performance, Tint, Paint etc (closing statements like: “The only thing this vehicle lacks is you test driving it”)

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Next Steps

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